Companies are desperately trying to get your attention. I’m sure you’ve heard or read that you are bombarded with somewhere between 300 and 3000 advertising messages per day. So marketers are faced with the problem of creating a message that resonates with you so you’ll remember and hopefully purchase their product.

The thought du jour is to create communities around your brand. Ideally a brand community creates loyal customers who feel that they are part of something special. They’ll evangelize for you and interact with your brand more frequently if they feel part of a community of say… something like Mac enthusiasts.

Ford Motor Company has a banner ad running on Allmusic with the tagline:

“The American people love the truth, and they love an underdog.”

This is how potential community members are introduced to the Ford Bold Moves community. Here’s Ford trying to build an online community around their big comeback. I applaud the attempt but remain skeptical as to its effectiveness. First of all, the headline today is (rss feed from Yahoo): “Ford reportedly plans more job cuts” — job cuts don’t make me feel warm or fuzzy.

I watched the current vlog episode and was pretty disappointed. It plays more like a rough-around-the-edges commercial for the new Shelby super fast car than an actual glimpse into this troubled company. Enough commercials guys, show me what the top brass is going to do to fix the mess you’re in. Show me the fights in the boardroom. Give me drama. I think that will increase your chances of making this Bold Moves thing work.

Technorati Tags: Ford, BoldMoves, marketing, community